Marvel Studios may be facing theatrical turbulence, but its brand remains strong. While critics point to "superhero fatigue" and underperforming films, Marvel has never relied solely on its box office performance. The brand's real power lies in how it connects with its most loyal fans—its Brand...
One of the clearest truths in marketing is also one of the easiest to forget: Brands with higher awareness get far greater return from the same media spend. This isn’t a vague theory—it’s been demonstrated across multiple platforms, from ecommerce marketplaces to TikTok. The effect is consistent...
If you’re serious about growth, invest in TV. TV isn’t just another channel—it’s the stage where brands earn cultural relevance. When done right, it becomes more than advertising. It becomes a signal of trust, a story customers carry with them, and a catalyst for loyalty. TV Still...
If someone asked me to define a cult brand, I wouldn’t start with logos or marketing campaigns. I’d start with people. At its core, a cult brand isn’t just a company with loyal customers. It’s a brand that people join. In our research (Why We Join), we...
Every industry has its “safe bets.” The products and services that succeed by being reliable, consistent, and available. They’re the brands people don’t mind switching out for a cheaper alternative at the grocery store or at the car rental counter. But then there are the other...
If your brand disappeared tomorrow, would anyone really miss it? That’s the uncomfortable question most companies avoid. And yet, it’s the line that separates ordinary brands from Cult Brands. In The Cult Branding Workbook, we make a critical distinction: most products succeed by being reliable, accessible, and...
For years, marketers chased leads as if more always meant better. But here’s the uncomfortable truth: more leads often equals less profit. Why? Because chasing volume usually drives costs up faster than revenues. At some point, you cross the break-even line. After that, every new lead...
I can’t think of a more special breed of people than creatives. Every time a creative pitches a bold campaign, challenges the status quo, or takes a big risk, they’re standing exposed in front of thousands of consumers, peers, shareholders, and competitors. And yet, they keep doing...
If you can model a principle, test it against history, and refine it, you’ve just taken your decision-making to another level. Suddenly, emotion stops hijacking the process. Bias gets sidelined. You get clarity. That’s the beauty of algorithms. They’re nothing more than precise instructions, like words,...
Your marketing can promise the moon, but if your people can’t deliver it, the brand breaks. Every CEO I’ve worked with who built a cult brand started by aligning culture with the brand promise. Salesforce’s Dreamforce is a masterclass; even the volunteers feel like part of...